CMGT 541: Integrated Communication Systems Spring 2017 (Draft Subject .
CMGT 541 SyllabusCMGT 541: Integrated Communication SystemsSpring 2017(Draft – Subject to change.)Professor Andrea B. HollingsheadOffice: ANN 414LOffice hours: Thursday, 5:00-5:45 and by appointmentEmail: ommunication/andrea-b-hollingsheadCourse meets on Thursdays from 6:00-8:50p in ANN 209.Course descriptionThis course provides an overview and application of marketing communicationprinciples and strategies. The course will focus on key concepts and frameworksfor creating and managing an integrated marketing communication (IMC) plan.Topics include situation analysis, consumer research, brand positioning,campaign objectives, creative strategy, promotion strategy, media strategy, andcampaign management and evaluation. Special attention is given to social mediaand other current trends and innovations.Learning objectives Design, construct, and present an integrated marketing communicationsplan for an existing brand:o Perform a situation analysis.o Perform a SWOT analysis.o Analyze integrated communication executions for existingbrands, outlining suggestions for improvement and highlightingstrengths and weaknesses.o Conduct qualitative interviews around an existing brand.o Conduct qualitative in-store observations around an existingbrand.o Learn how to create quantitative survey research around anexisting brand.o Compile qualitative research around an existing brand into areport.o Write a compelling brand challenge statement.o Define the factors that make up a target audience profile.o Create communication objectives for a campaign.o Create marketing communications/executions based oncampaign strategy.o Create an integrated media plan that combines traditional andsocial media to deliver the intended message.o Develop a campaign evaluation plan.1
CMGT 541 SyllabusTextbooks and materialsThere are five required texts, 1 Harvard Business Case Study, and 3television episodes for purchase. Most texts have an electronic version. Irecommend the kindle version from Amazon.com, which is often the leastexpensive. You can download the kindle cloud reader for free, install andread the books on any or all of your devices.A link will be provided on blackboard to purchase the Harvard Case Study ata discount. The television episodes are also available for purchase onAmazon. The other articles that appear in the reading list at the end of thesyllabus can be downloaded from blackboard for free. Books:o Barry, P. (2016). The advertising concept book: Think now,Design Later (Third edition). New York: Thames & Hudson. ISBN10: 050051898Xo Coughter, P. (2012). The art of the pitch: Persuasion andpresentation skills that win business. Palgrave Macmillan. ISBN10: 0230120512oooHeath, C. & Heath, D. (2007). Made to stick: Why some ideas dieand others survive. Random House. ISBN 10: 1400064287Vaynerchuk, G. (2013) Jab. Jab. Right hook. How to tell your storyin a noisy social world. Harper Collins. ISBN 10: 006227306XYoung, A. (2014). Brand media strategy: Integratedcommunications planning in the digital era. New York: PalgraveMacmillan. ISBN: 1349949752 Articles:o Please see the “Weekly Readings” list for a complete list.o There is one Harvard Business Case Study available forpurchase: Harvard Business Case: Dove: Evolution of a Brand (Prod.#: 508047-PDF-ENG) (Purchase on Harvard BusinessOnline via course blackboard link to receive a 20197 Other Materials:o There are three required video episodes for purchase. Amazontends to be cheaper than iTunes. “The Pitch” Season 1, Episode 1: DCW/dp/B009LAHDIC“The Pitch” Season 2, Episode 4: “Tommy F0LH6Z6 “The Commercial Kings: Season 1: “Tonopah”2
CMGT 541 05G6L1QUGrading policyCourse componentsComponent1. Individual Response Papers2. Team Marketing Communication Plan3. Peer Evaluation4. Course Blog Contributions5. Class Preparation and Participation6. Leadership and Community ServiceTotal PercentagePercentage of FinalGrade20%50%5%10%10%5%100%Individual Response Papers (20%)There are two individual response papers: 1) Brand Integration Analysis; and 2)Consumer Research. Guidelines for each response paper will be available onblackboard. Late assignments will not be accepted.Team Marketing Communication Plan (50%)The course is organized around steps involved in creating and presenting aneffective integrated marketing communications plan.I am also directing the CMGT 541 course in our online master’s degree program.There are three sections offered this semester in our online program. EachCMGT 541 section will play the role of a creative agency. Each agency will bedivided into teams of 4-5 members each that will do a new business pitch (that isdevelop a marketing communication plan) for a different brand. Your team willcompete against teams from the other CMGT 541 sections. A panel of judges willview the presentations for each brand and will choose the winning team. Inaddition to the section leaders, the judges are former CMGT 541 students whohave graduated and are working in the marketing communication field.Instead of a final exam, your team will present your marketing communicationplan (along with sample creative executions) in a 20 min video and will turn in afinal written report. The judges will watch the video, provide feedback, and thenchoose the winning brand. The team project grade will be based on the quality ofyour work and the degree to which you follow project guidelines as judged byyour instructor rather than whether your team won the competition.3
CMGT 541 SyllabusMidterm: Your team will give a midterm presentation on your situation analysisand consumer research. You will also provide a formal video response toquestions and class feedback within 72 hours after your instructor’s feedback isposted.Your team will also make two required checkpoints (ungraded, but points will bededucted from the team project grade if not completed on time). One will be onyour consumer research observation procedures, and interview questions andthe other will be on your creative big idea.I expect all members to contribute equally to the team project. The highestpossible individual grade is the team project grade. If you contribute less thanother team members, your individual grade will be lower than the team grade. Atthe end of the semester, you will have the opportunity to evaluate your teammembers, and we will consult those evaluations to determine individual gradesfor the group project.It is critical that your projects are turned in on time as there will be outsidejudges. Late final presentations and final reports will not be accepted and willreceive a grade of 0.The midterm is worth 5%, the midterm response is worth 5%, the finalpresentation is worth 20%; the final report is worth 20%.Peer Evaluation (5%)Giving and receiving constructive and useful feedback to your team membersand to the other teams in the class is an integral part of the team project. Thisgrade is based on the feedback you provide to other creative teams in youragency on their midterm presentations and responses.Here are two good sources on tips to giving and receiving m/magazine/80/sgodin.htmlCourse Blog Contributions (10%)The CMGT 541 blog, “Buy the way: Insights on Integrated MarketingCommunication” was created in 2009 to foster class discussion about currentissues related to marketing communication, and is still going inThe assignment is to contribute at least two unique blog posts on a current topicabout marketing communication to the CMGT 541 blog, and to make asubstantive and timely response to at least six blog posts of other students overthe semester (the more the better!) The posts and responses should be spreadout over the semester. Post your first blog post and at least three responses4
CMGT 541 Syllabusbefore the midterm and your second post and at least three responses after themidterm. Your contributions should be current, concise, insightful andprovocative. Both the quality of your postings and of your responses will factorinto your class blog contribution grade.Your goals in the blog post should be to 1) discuss something recent that theclass has not likely seen before; to 2) add value to the original content; and 3)promote a lively discussion. In other words, you need to do more than justsummarize a marketing communication article. You can do this in several waysby providing an informed opinion on the issue, by integrating multiple sources, bylinking the topic to another topic in a novel way, by presenting an alternativeperspective, by asking a provocative question that leads to a lively discussion,etc. Your responses to other students’ posts should also create value in thediscussion.It’s very important for the blog to get off to a good start with a lot of activity and tomaintain high activity levels over the semester. So everyone will sign up for blogweeks on a first come basis by the end of the first week of the semester. Thelinks to the signup sheet are on the CMGT 541 course LMS.Of course, everyone should read the blog each week. I recommend that you usean RSS reader such as Google reader to capture the content. Make sure toprovide citations and/or links to the original content.Here are two good resources for writing effective blog five-tips-for-effective-blog-writing/Read posts on the blog from previous classes for examples.Class Preparation and Participation (10%)Much of the class is discussion-based, and some outside prep work may berequired for class activities. Some activities and discussions will take place inclass; some outside of class. I will keep track of the frequency and quality of yourclass participation. If you do all assigned in-class and outside of class activitiesand make at least one good comment during each class period, you will receivea high score for this part of the grade.Leadership and Community Service (5%)Managers and supervisors notice and appreciate employees who are positivecontributors to their work community and go beyond what is expected. Theseare often the employees who get better assignments and get promoted faster. Iwant to encourage and leadership and making positive contributions to theCMGT 541 community. There are ample opportunities for you to make adifference that go beyond the basic course requirements. For example,participating fully in the advertising agency branding activity, organizing yourteam, stepping up for team presentations, doing an extra blog post, responding5
CMGT 541 Syllabusto many more blog posts than required, helping to problem-solve issues thatcome up over the semester among many others. Students who do the bareminimum and cut corners will receive a low leadership and community servicegrade. Requirement: A short document is due the day after the final paperdeadline that details your course leadership and community service. Latedocuments will not be considered.Grade rangesGradeAAB BBC CCDFRange93.0% or 77.0%-79.9%73.0%-76.9%70.0%-72.9%60.0%-69.9%59.9% or lowerPaper general guidelines All documents should be in Microsoft Word.All page length requirements are for double-spaced pages, with 1-inchmargins, in 12-point Times New Roman font.Make sure you keep a copy of all submitted papers.Use APA style for your individual papers. Refer to the APA manual. (6thEdition).Sloppy work (typos, grammar, and spelling errors) will be penalized.Academic integrity policyThe Annenberg School for Communication is committed to upholding theUniversity's Academic Integrity code as detailed in the SCampus Guide. It is thepolicy of the School of Communication to report all violations of the code. Anyserious violation or pattern of violations of the Academic Integrity Code will resultin the student's expulsion from the Communication major or minor.It is particularly important that you are aware of and avoid plagiarism, cheating onexams, fabricating data for a project, submitting a paper to more than oneprofessor, or submitting a paper authored by anyone other than yourself. If youhave doubts about any of these practices, confer with a faculty member.Resources on academic honesty can be found on the Student Judicial AffairsWeb site (http://www.usc.edu/student-affairs/SJACS ):6
CMGT 541 Syllabus1. "Guide to Avoiding Plagiarism" addresses issues of paraphrasing,quotations and citations in written assignments, drawing heavily uponmaterials used in the university's Writing Program;2. "Understanding and Avoiding Academic Dishonesty" addresses moregeneral issues of academic integrity, including guidelines for adheringto standards concerning examinations and unauthorized collaboration.The “SCampus" ( http://www.usc.edu/scampus ) contains the university's StudentConduct Code and other student-related policies.The School and the University is committed to the general principles of academichonesty that include and incorporate the concept of respect for the intellectualproperty of others, the expectation that individual work will be submitted unlessotherwise allowed by an instructor, and the obligations both to protect one's ownacademic work from misuse by others as well as to avoid using another's work asone's own. By taking this course, students are expected to understand and abideby these principles. All submitted work for this course may be subject to anoriginality review as performed by Turnitin technologies (http://www.turnitin.com)to find textual similarities with other Internet content or previously submittedstudent work. Students of this course retain the copyright of their own originalwork, and Turnitin is not permitted to use student-submitted work for any otherpurpose than (a) performing an originality review of the work, and (b) includingthat work in the database against which it checks other student-submitted work.IMPORTANT! Any team or individual assignment that receives a high plagiarismscore will receive a failing grade of 0. Any student who receives a high plagiarismscore on two assignments will receive an F grade in the course.Disabilities policyAny student requesting academic accommodations based on a disability isrequired to register with Disability Services and Programs (DSP) each semester.A letter of verification for approved accommodations can be obtained from DSP.Please be sure the letter is delivered to your instructor as early in the semesteras possible. The phone number for DSP is (213) rprograms/dsp/home index.htmlLaptop policyEffective fall 2014, all undergraduate and graduate Annenberg majors andminors will be required to have a PC or Apple laptop that can be used inAnnenberg classes. Please refer to the Annenberg Virtual Commons for moreinformation. To connect to USC’s Secure Wireless network, please visit USC’sInformation Technology Services website.7
CMGT 541 SyllabusDealing with stressStudents are under a lot of pressure. If you start to feel overwhelmed, it isimportant that you reach out for help. A good place to start is the USC StudentCounseling Services office at 213-740-7711. The service is confidential, andthere is no charge.Emergency preparednessIn case of a declared emergency if travel to campus is not feasible, USCexecutive leadership will announce an electronic way for instructors to teachstudents in their residence halls or homes using a combination of Blackboard,teleconferencing, and other technologies.Library accessAs a USC student, you have access to all the library resources and theAnnenberg Librarian, Chimene Tucker (cetucker@usc.edu), is available to assistyou with any inquiry you may have.http://www.usc.edu/libraries/services/remote user services/Course Topics Week 1: Course Introduction Week 2: Pitching Ideas & Team Projects Week 3: “Integrated” in IMC and Ethics Week 4: Situation Analysis I & Branding Week 5: Situation Analysis II Week 6: Consumer Research I Week 7: Consumer Research II Week 8: Communication Strategy Week 9: Midterm Presentations Week 10: Creative Strategy I Week 11: Creative Strategy II Week 12: Creative Pitches Week 13: Media & Promotion Strategy Week 14: IMC Plan evaluation Week 15: Team Presentations8
CMGT 541 SyllabusWeekly Readings (subject to change)Week 1Course IntroductionWeek 2 Coughter, P. (2012). The art of the pitch: Persuasion andpresentation skills that win business. Palgrave Macmillan.“The Pitch” Season 1, Episode 1: “Subway”“The Pitch” Season 2, Episode 4 “Tommy Bahama”Multimedia presentations on blackboard Week 3Young, A. (2010). Brand media strategy: Integratedcommunications planning in the digital era. New York: PalgraveMacmillan. Chapter 1. Barry, P. (2012). The advertising concept book: A completeguide to creative ideas, strategies, and campaigns. New York:Thames & Hudson. Chapters 1, 12 & 15. Spirizzi, M. Online advertising ethics. Questionable uses ofonline advertising/a/guestethicalads.htm Elliot, S. & Vega, T. (2013). Trying to be hip and edgy, adsbecome ive.html?smid pl-share Severson, K. For Skittles, death brings both profit and risk. New YorkTimes. Retrieved from -up-after-trayvon-martin-shooting.html? r 1&hp# Multimedia presentations on blackboardWeek 4: Young, A. (2010). Brand media strategy: Integrated communicationsplanning in the digital era. New York: Palgrave Macmillan. Chapters 5, 6.Igor Naming Guide (2005)Whitfill, A. (2009). Burts Bees, Tom's of Maine, Naked Juice. Yourfavorite brands -- take a look again. They aren't what they seem.Alternet.org. (Mar 17). Retrieved from http://www.alternet.org/story/131910/Segal, D. (2014, July 27) . For coconut waters, A street fight for shelfspace. New York Times. Retrieved from: http://nyti.ms/1nHvMybO’Brien, K. (2012, May 4). How McDonald’s came back bigger than ever.New York Times. Retrieved -mcdonalds-cameback-bigger-than-ever.html?smid pl-shareWalker, R. (2008, May 28). Can a dead brand live again? New YorkTimes Magazine. Retrievedfrom anding-t.htmlMultimedia presentations on blackboard9
CMGT 541 SyllabusWeek 5 Week 6 Week 7 Week 8 Week 9 Heath, C & Heath, D. (2007).Made to stick: Why some ideas die andothers survive. Random HouseBarry, P. (2012). The advertising concept book: A complete guide tocreative ideas, strategies, and campaigns. New York: Thames & Hudson.Chapter 8.Multimedia presentations on blackboardYoung, A. (2010). Brand media strategy: Integrated communicationsplanning in the digital era. New York: Palgrave Macmillan. Chapter 5-6.Fowler, F. (1997). Chapter 2: Designing survey questions to gatherfactual data. Improving survey questions: Design and Evaluation.Multimedia presentations on blackboardClifford, S. (2012). Social media as focus groups. (July roups.html? r 1&hpwDuhigg, C. (2012) How companies learn your secrets. New York Times.(Feb 19.) Retrieved pping-habits.htmlGoel, V. (2014). How Facebook sold you krill oil. New York Times. (Aug2) http://nyti.ms/1ojcY4cYoung, A. (2010). Brand media strategy: Integrated communicationsplanning in the digital era. New York: Palgrave Macmillan. Chapter 6.Multimedia presentations on blackboardSchwartzapfel, S. (2012). Real “Mad Men” Pitched Safety to Sell Volvos.(Apr 23) -mad-menpitched-safety-to-sell-volvos.htmlHarvard Business Case: Dove: Evolution of a Brand (Prod. #: 508047PDF-ENG) (Purchase on Harvard Business Online via course link onblackboard to receive a discount)Multimedia presentations on blackboardPost the link of your presentation. Post a constructive critique of theother team presentations. Post the team response to the feedback.(NO READINGS THIS WEEK)Week 10 Week 11 Vaynerchuk, G. (2013). Jab Jab Jab Right hook: How to tell yourstory in a noisy, social world. Multimedia presentations on blackboard Young, A. (2010). Brand media strategy: Integrated communicationsplanning in the digital era. New York: Palgrave Macmillan. Chapters 8,10, 11, 12.Barry, P. (2012). The advertising concept book: A complete guide tocreative ideas, strategies, and campaigns. New York: Thames &Hudson. Chapter 8, 9.Multimedia presentations on blackboard10
CMGT 541 SyllabusWeek 12Week 13 Pitch your “big creative ideas” for feedback.For inspiration, watch how different agencies present their creative ideason “The Pitch” http://www.amctv.com/full-episodes/the-pitch Multimedia presentations Young, A. (2010). Brand media strategy: Integrated communicationsplanning in the digital era. New York: Palgrave Macmillan. Chapters 8,10, 11, 12.Barry, P. (2012). The advertising concept book: A complete guide tocreative ideas, strategies, and campaigns. New York: Thames & Hudson.Chapter 8, 9.Steinberg, B. (2009). The future of tv. Advertising Age. (Nov 30).Retrieved from 51/Wikipedia page on online advertising (click and read the links on specifictypes of online advertising.) Retrieved fromhttp://en.wikipedia.org/wiki/Online advertisingShaoolian, G. (2011) Why a mediocre website is so dangerous. NewYork Times. (Nov 29). Retrieved from iocre-web-site-is-so-dangerousHagen, J. (2011). Tweet science. New York Magazine. (Oct 2). Retrievedfrom edia presentations Week 14IMC plan evaluationWeek 15FINAL PITCH VIDEOS AND REPORTS DUE11
This course provides an overview and application of marketing communication principles and strategies. The course will focus on key concepts and frameworks for creating and managing an integrated marketing communication (IMC) plan. Topics include situation analysis, consumer research, brand positioning,
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